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Nordic heritage, unique flavors are focus of new skyr cup

A new paperboard-plastic thermoform structure and redesigned label graphics differentiate Icelandic Provisions’ skyr product from yogurt and highlight its Nordic roots and ingredients.

Icelandic Provisions Peach Cloudberry Skyr AFTER redesign
Icelandic Provisions Peach Cloudberry Skyr AFTER redesign

Located within grocery stores’ congested 350-plus SKU refrigerated yogurt section—but not a yogurt—skyr from Icelandic Provisions has an interesting story to tell and a unique recipe to showcase. Skyr is a 1,000-plus-year-old Icelandic cultured dairy product rich in protein and low in sugar that is made with cultures that have been passed down by generations of Icelanders. Icelandic Provisions of Batavia, NY, was founded to bring authentic skyr to North America, using Heirloom Skyr Cultures.

In November 2016, IP set out to redesign both the structure and graphics for its thermoformed skyr cups to match the premium flavor of the product and stand out in the crowded yogurt section. “We had two main objectives that drove the decision to change our packaging,” explains IP Vice President of Marketing Elliot Shifrin. “First, we wanted packaging that more clearly communicated our Nordic heritage from a visual standpoint. Second, we wanted to celebrate and highlight our unique fruits and flavors, giving them a higher order than they had in the previous cup.

“We make a product that has a rich history going back several centuries to the Viking age. We wanted our packaging to communicate the importance of what was inside the cup.”

IP worked closely with two partners to bring about the change: Moxie Sozo for the package graphics and Greiner Packaging for the structure.

To guide the graphics redesign, Moxie Sozo conducted a deep-dive discovery session with key leadership from the IP team and studied industry trends in the yogurt and dairy categories, as well as consumer preferences. “Finally, we dug into the existing product packaging, including flavor profiles, taste, and nutrition, creative considerations around what they wanted to keep and what was open to change, key messaging, and retail strategy,” explains Moxie Sozo Senior Designer Nate Dyer.

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